ASSESSING THE IMPACT OF SOCIAL NETWORKS ON THE DEVELOPMENT OFAGRO BASED ENTREPRENEURIAL BUSINESS IN PLATEAU STATE

Abstract

The development of agro-based entrepreneurial businesses, such as baking industries, is
critical for economic diversification, employment generation, and food security in Nigeria.
Despite their potential, the role of innovative culture in fostering growth within these
industries remains underexplored. This study examined the impact of innovative culture on the
development of baking industries in Nasarawa State, focusing on two dimensions: creative
problem-solving and adoption of new technologies. A survey research design was adopted to
collect quantitative data from a large sample of industry operators. The study population
comprised 1,850 registered baking entrepreneurs obtained from the Nasarawa State Ministry
of Commerce and Industry database. Using Yamane’s (1967) formula at a 95% confidence
level and a 5% margin of error, a sample of 360 respondents was selected through a multistage sampling technique to ensure representation across the state’s three senatorial zones.
Data were collected via a structured questionnaire covering innovative culture, resource
utilization, knowledge sharing, and enterprise growth. Analysis using Ordinary Least Squares
(OLS) regression in SPSS version 27 revealed that creative problem-solving (β = 0.521, p <
0.001) and technology adoption (β = 0.438, p < 0.001) significantly and positively influenced
the development of baking industries. The findings highlight the importance of cultivating an
innovative culture to enhance operational efficiency, market competitiveness, and
sustainability. The study recommends that baking entrepreneurs institutionalize innovationdriven practices, invest in skill development, and leverage digital tools to facilitate knowledge
exchange, optimize resources, and expand market reach. Overall, fostering an innovative
culture is a crucial driver for the growth and long-term success of baking enterprises in
Nasarawa State.